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One of my first ever customers told me that he had never bought anything from someone he didn’t like. I have seen the truth in this many times over. You need to build a customer’s trust and respect.

The way you treat your customer will tell them whether you’re someone they want to do business with. Here are five important things to consider throughout the selling process:

 We buy from people we like. You sometimes have to make an effort to get onto the same wavelength as your customer and try to create some rapport. It doesn’t mean caving in to their every demand, but developing your ability to be sensitive to their personality.

case study Recently, I was discussing sales training with a sales manager at a large software company. I told her honestly that sending all her people on a training course might not be the best way of improving sales results. In fact, I went further, and told her I did not think training courses on their own always worked. It’s the opposite of what she expected me to say, but I had started to build her trust in me with a bit of honesty. Of course, this had the benefit of allowing me to explain why several different training approaches, including coaching, might work better for her team.

“When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion”

Dale Carnegie, author of ‘How to Win Friends and Influence People’

 Take an interest. The quickest way to build rapport is to stop talking about yourself, and start showing some genuine interest in the other person’s work, problems and personal interests. This is sometimes called ‘empathy’.

 Do something surprising. Find something to say or do that will break through the natural cynicism they may have for salespeople, and show them you are different.

 Be a ‘capable friend’. You will often find opportunities to bring something extra to the table, such as information, your expert advice or superior knowledge. Your customer will start to see more value in working with you.

 Know when to trade. You won’t gain respect if you just do everything the customer demands. When you’re asked for something they value, ask for something reasonable in exchange.

Be open, honest and interested in your customer to build their trust.